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Advertisers' $ Investments
Spell Continued TV Growth
VETERAN television advertisers have learned through experience to make the medium work effectively and efficiently for themselves. Their experience, of course, helps the newer advertisers, and a major function of TvB is to assist in the transfer of this knowledge.
TV is a dynamic, ever-changing industry that keeps on giving new answers to old questions. These new answers continue because the various facets of the medium — audiences, programming, production and costskeep changing, but in ways designed to keep TV the best buy for advertisers. As long as advertisers contribute the support for TV to grow, the medium itself can go on with the job of communicating daily to almost nine out of 10 Americans.
The importance of advertisers growing with the medium — and there is abundant evidence that their own company growth levels off with less TV — is greater now than ever. Technology has created not only the means but the necessity for instant communication of sight and sound among the world's video systems. The tragic event of the assassination of President John F. Kennedy became a matter of personal concern within a few hours to viewers in London, Berlin, Tokyo and Moscow.
TV offered new insight to the peoples of the world with the way Americans react in a period of deep stress. This sad event cannot and should not be the only opportunity to show ourselves in far-off places. Foreign and American viewers will no longer be satisfied with less than immediate exposure to major world events.
Pressed by surging viewer demands, electronic engineers and TV technicians will be working with re
By NORMAN E. CASH
President
Television Bureau
of Advertising, Inc.
newed energies to speed the facilities between nations. The communications satellites Relay and Telstar are the real pioneers of global TV. These are beginnings, however, and only hint at the possibilities for future international program exchange.
Commercial support and the public's investment in TV together have set the pace for video's fantastic growth rate. This fact remains vital in the moment of achievement exemplified by the medium's four-day public-service reporting in November, 1 963. The credit for this unprecedented coverage, which was accompanied by viewing levels that rose to as high as 93% of TV homes in some areas, goes to the advertisers whose investments through the years have raised TV's capabilities to new heights.
The outlook for the future growth of TV is promising, if judged by our predictions for the growth in advertising dollars. Investments in the medium during the 1960's will grovy twice as fast as investments in all advertising media, according to our estimates. TV budgets will increase 100%, while total ad budgets will rise only 50%.
TV's increased revenues will result from (1) more TV homes; (2) greater value (spending power) of all families, and (3) larger audiences because of higher viewing levels.
TV is on the threshold of a new era in mass communications. With continuing advertiser support, TV viewers can expect new dimensions in informational and entertainment programming.
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